Special Issue on Computing, Engineering and Sciences www.jenrs.com Journal of Engineering Research and Sciences, 1(12): 01-08, 2022 1 Received: 12 August, 2022, Accepted: 26 September, 2022, Online: 21 December, 2022 DOI: https://dx.doi.org/10.55708/js0112001 Linking Consumer Innovativeness to the Cryptocurrency Intention: Moderating Effect of the LOHAS (Lifestyle of Health and Sustainability) Lifestyle Sooyeon Choi * 1 , Richard A. Feinberg 2 1 Assistant Professor, Marketing, Loras College, IA, 52001, U.S. 2 Emeritus Professor, Consumer Sciences and Retailing, Purdue University, IN, 47907, U.S. *Corresponding author: Sooyeon Choi, 1450 Alta Vista St, Dubuque, IA, sooyeon.choi@loras.edu, ORCID: 0000-0003-0892-9554 ABSTRACT: Cryptocurrency is gaining worldwide recognition. This research examines the role of personality and psychological factors in consumers’ cryptocurrency adoption behavior. 452 samples are collected from U.S consumers and the data are analyzed by PLS-SEM. The findings reveal that consumer innovativeness has a positive influence on the intention to use cryptocurrency and its impact is partially mediated by attitude. The LOHAS lifestyle moderated the influence of consumer innovativeness on the cryptocurrency intention as well as the relation of attitude with the intention. This research provides theoretical and practical implications for the cryptocurrency market. KEYWORDS: Cryptocurrency, consumer innovativeness, LOHAS, Lifestyle of health and sustainability, attitude, intention 1. Introduction (Heading 1) Cryptocurrency is an innovative and rapidly growing issue in today’s digital economy[1]. It is a decentralized digital currency that is based on blockchain technology that uses cryptography to secure and manage the circulation of digital coins [2][3]. Not only the celebrities like Elon Musk and Bill Gates began to support this but also the general population realized the promise of the cryptocurrency market and began to seek an alternative financial means because it can be used to buy tangible products rather than merely for trading and investing during the pandemic[4][5]. In 2022 the total value of cryptocurrency transactions will surpass $10 billion for the first time, which is an increase of more than 70% from 2021, and a double-digit increase in the U.S adults who possess and use cryptocurrency for payments is expected by 2023[6]. The Natural marketing institute (NMI) coined the terminology of LOHAS (Lifestyle of health and sustainability) to define the rapid growth of global cultural trend that emphasizes the values of personal health and well-being, and environmental sustainability [7]. The LOHAS consumer segment strives to live healthy and sustainable lives and make conscious choices by considering the environmental and social impact of their consumption beyond their personal well-being[8]. Furthermore, they are early adopters who are willing to try and adopt new products and technologies considerably more than any other segment [9]. In line with this, the author pointed out that virtual grocery stores, mobile shopping, and electric transportation as LOHAS technological trends, reflecting the LOHAS consumer’s technology-friendly disposition[10]. In 2022 the LOHAS consumers account for one-third of the entire U.S adult population, and the total U.S. LOHAS configurable market is estimated to reach $472.51 billion, being expected to grow at 10% each year.[11] Whereas the majority of research on cryptocurrency has been conducted in technology, computer science, and engineering [12], the studies in marketing devoted to better understanding consumers’ inner mechanism that drives to use of cryptocurrency are rare despite its potential for strategic applications of the businesses. Although limited marketing literature revealed some psychological factors (e.g., self-efficacy, emotion) as a primary motive for cryptocurrency adoption within the theory of planned behavior (TPB), to our best knowledge no research emphasized the role of consumer innovativeness in conjunction with TPB despite its importance in predicting technology acceptance[13]. Furthermore, while distinctive behavioral characteristics of the LOHAS consumers in a wide range of market